First-ever NYX Cosmetics retail store opens in Southern California
First-ever NYX Cosmetics retail store due to opens in California at Valley Fair Mall (TBD)
NYX Professional Makeup will continue its strong partnerships with key retailers that currently distribute NYX.  Its flagship stores will serve as an extension of its current retail distribution, combining digital technology with a hands-on self-learning environment that will provide consumers with a completely new NYX experience.
“We’re very excited about this new chapter for the brand and are proud to be able to create a space where fans can come play, learn and share their love for NYX Professional Makeup,” said Scott Friedman, NYX Cosmetics CEO.
The new retail store features include an interactive NYX Beauty Bar, a digital community wall, and innovative use of digital imagery and social media content throughout the store.  By developing these first-to-market technological innovations, the NYX stores will bring the excitement and energy of the online beauty world into the retail space.
As a digital-native brand with a global online community made up of millions of beauty fans, the NYX Professional Makeup store was created for today’s makeup consumers who are adapting the skills and the tools of professional makeup artists to their own personal style. Recognizing that these new artists are often self-taught and love to share their makeup style with the world, the NYX Professional Makeup store will celebrate everyday makeup artistry by offering a complete line of affordable professional makeup, new digital technology features and an interactive approach that puts techniques and tools directly into the hands of shoppers.
The new NYX Professional Makeup stores will be a playground for beauty junkies who love to have fun with makeup. NYX has been a leader in providing cruelty-free, quality products with high pigments and high payoff. From classic, season and on-trend cosmetics, NYX is accessible to newbies, beauty lovers and professional makeup artists alike – all at an accessible price point. “For us, the No. 1 priority is to produce high-quality makeup because that’s what people want at a reasonable price point. We invest all of our resources into the product. “We focus on making products that deliver a high payoff, high pigmentation, also because our fan base is very diverse – all kinds of skin tones so it’s important for us that our product delivers and has good pigmentation and color.”
Currently, NYX Professional Makeup is available in 70 countries at thousands of beauty and fashion retailers and on http://www.nyxcosmetics.com
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